Montenegrin presidential election 2023

How do political campaigns target voters?

Methodology

In collaboration with Who Targets Me, we monitored over 80 Montenegrin political advertisers during the 2023 Presidential Election to better understand how campaigns use different targeting methods made available by Meta. To do this, we used data from the Meta Ad Library, using the new ‘Audience’ data which gives some detail on how pages target their ads.

To better understand the election, we kept only advertisers who:

  1. Advertised in the last 7 days (Mar 11th - Mar 17th 2023)
  2. Advertised in the last 30 days (Feb 16th - Mar 17th 2023)

Note: Meta only provides 7, 30 and 90 days windows for the targeting data in their Ad Library. Meta’s data also lags by a few days. We will update this report as soon as new data is available.

Topline Statistics

Daily Spend

Feb 16th - Mar 17th 2023 (Last 30 days)

In total, political parties spend €41,186 and ran 640 ad copies on Meta in this timeframe.

Number of Advertisers Top Spenders Number of Ads Total Spend

DCG

7


1. Aleksa Becic - Demokrate - Demokratska Crna Gora (€9,583)
2. Demokrate Danilovgrad (€100)
3. Aleksa Becic (€100)

103

€10,183

DF

3


1. Андрија Мандић - Andrija Mandić (€8,190)
2. Ne damo Nikšić - Не дамо Никшић (€100)
3. Pokret za Promjene (€100)

99

€8,390

DPS

1


1. Milo Đukanović (€8,384)

150

€8,384

ES!

5


1. Jakov Milatović (€3,491)
2. Milojko Spajić (€1,876)
3. Pokret Evropa sad (€1,104)

58

€6,671

SDP

5


1. Draginja Vuksanović (€3,376)
2. Raško Konjević (€145)
3. Nikola Đurašković (€100)

115

€3,821

UCG

1


1. Ujedinjena Crna Gora - Zvanična stranica (€1,983)

47

€1,983

URA

4


1. Građanski pokret URA (€676)
2. Dritan Abazović (€319)
3. Omer Bajraktari (€100)

37

€1,195

SNP

1


1. SNP CG - Socijalistička narodna partija Crne Gore (€259)

11

€259

SD

2


1. Damir Šehović (€100)
2. Socijaldemokrate Crne Gore (€100)

9

€200

Demos

1


1. DEMOS - Miodrag Lekić (€100)

11

€100

Mar 11th - Mar 17th 2023 (Last 7 days)

In total, political parties spend €19,653 and ran 324 ad copies on Meta in this timeframe.

Number of Advertisers Top Spenders Number of Ads Total Spend

DCG

6


1. Aleksa Becic - Demokrate - Demokratska Crna Gora (€5,157)
2. Demokrate Danilovgrad (€100)
3. Stevan Katić - Demokrate Herceg Novi (€100)

45

€5,657

ES!

2


1. Jakov Milatović (€2,939)
2. Pokret Evropa sad (€408)

42

€3,347

DPS

1


1. Milo Đukanović (€3,171)

107

€3,171

DF

1


1. Андрија Мандић - Andrija Mandić (€2,985)

50

€2,985

SDP

2


1. Draginja Vuksanović (€2,393)
2. Raško Konjević (€100)

46

€2,493

UCG

1


1. Ujedinjena Crna Gora - Zvanična stranica (€1,197)

14

€1,197

URA

3


1. Građanski pokret URA (€156)
2. Omer Bajraktari (€100)
3. Dritan Abazović (€100)

7

€356

SD

2


1. Damir Šehović (€100)
2. Socijaldemokrate Crne Gore (€100)

4

€200

SNP

1


1. SNP CG - Socijalistička narodna partija Crne Gore (€147)

6

€147

Demos

1


1. DEMOS - Miodrag Lekić (€100)

3

€100

Spending per Targeting Criteria

How much did campaigns spend on different targeting methods?

Feb 16th - Mar 17th 2023 (Last 30 days)

Overall

By Party

Mar 11th - Mar 17th 2023 (Last 7 days)

Overall

By Party

Top Targeted Audiences

Here, we show the top targeted audiences for each party (ranked by amount of Euro spend). Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”.

Feb 16th - Mar 17th 2023 (Last 30 days)

Mar 11th - Mar 17th 2023 (Last 7 days)

Top Contested Audiences

Here, we show the top most contested audiences, i.e. where all parties have spent considerable amounts of money competing to reach voters with the same interests. Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”. In each row on the right hand side, you can see how much in total was spend on that specific target audience.

Feb 16th - Mar 17th 2023 (Last 30 days)

Mar 11th - Mar 17th 2023 (Last 7 days)

Age Targeting

Feb 16th - Mar 17th 2023 (Last 30 days)

Mar 11th - Mar 17th 2023 (Last 7 days)

Gender Targeting

Feb 16th - Mar 17th 2023 (Last 30 days)

Mar 11th - Mar 17th 2023 (Last 7 days)

Job Targeting

Feb 16th - Mar 17th 2023 (Last 30 days)

Mar 11th - Mar 17th 2023 (Last 7 days)